A picture says a thousand words but quality copy can make all the difference.

Ever listened to someone who has a story that compelling that you cling to their every word? Good copy has the same ability to entice a reader through words used. Content is king. It is just as imperative for social media marketing as it is with any traditional marketing and copywriting.

* Tip: read more about the importance of content in one of our many articles here.

According to research out of the Technical University of Denmark, words in copy are scored on their ‘sentiment’ value on a scale of minus five to five. [1] In the research, positive copy contained words such as fun, success and enjoy. Negative content featured words like crime and wrong. Typically, these words created more sentiment value to entice readers to act.

However, marketers are now going beyond positive and negative sentiment value to adopt more innovative content tactics.

As a social media platform that relies heavily on quality content, social media marketers capitalise on three basic elements to compose a compelling Facebook ad:

  1. the headline
  2. advert content
  3. link description

So, how do you use this intel to create copy that converts?

Following we have outlined some tips on how to create Facebook copy with words that make the difference.

The headline

A headline is generally bold and the text is bumped up a size from that of the body. As the first bite of copy sighted, usually right after any imagery, the headline is number one importance for an effective Facebook ad.

It is the main role of the header to grab a readers’ attention. In fact, according to a recent study, only two in ten readers actually make it past the headline; 80% simply peruse and move on. Traffic can vary as wide as 500% based on the effectiveness of a headline. Here are a few tactics to consider.

Using numbers

Number-loaded headlines with simple statistics provide clear information and plenty of candy for the brain. Using numbers can help to attract attention with a headline that appears more organised and succinct. When creating a headline, consider where you can replace a word with a number instead. We find that odd numbers also tend to have more impact than even numbers.

Yes or no?

A simple yes or no question with a headline such as “new social media fact?” may help boost reader curiosity. People engage with questions on a deeper level. And although a no answer may make readers disengage with your story, when we’re talking paid advertising; it is a clever way to filter your leads from the get-go.

Clicks cost money. Why pay for those who are not interested in what you are promoting anyway? A question can help to target a particular demographic and boost ROI.

Advert content

The ad copy is integral for convincing readers to act. This section is used to provide more details on the service or offering your readers will receive once they click. Strong positive and negative words can help to rouse emotion. Emotionally-involved readers are generally more inclined to click on your ad.

However, there are other measures you can take to create persuasion.

Be specific

A specific header like “get $100 to spend in-house with our annual membership of only $20!” creates interest. This entices people to read on even if they weren’t previously interested in a membership. Readers will often click just to check the fine print or more information.

If you want to create interest about benefits of your product or service, be as specific as possible to stand out from your competition.

Be conversationally friendly

Generating a personal connection between you and your readers can create more emotion towards your brand. Storytelling can often drive stronger results as people are typically wired to tales and examples of success (or failure…).

If you have an interesting business story to share – do it! Treat your ads as an opportunity to connect with your readers.

Link description

Although a link description does not command as much attention as other copy elements, people will generally take a look at it before they click on your ad. Strong and negative words may help to give it a boost but there are other features which can be more effective.

Features and above-and-beyond

What do you do so well? What do you have to offer above your competition?

The link description space can be used to give readers additional insight into what they can expect. What are people in for when they try your product? What will they achieve and what will they get?

Use this additional space as a last-ditch effort to convert a reader from viewer to customer, especially if your product has numerous benefits or inclusions to boast about.

Do you want FOMO with that?

The good old fear of missing out. We love it and so do most people on social media.

FOMO encourages readers to act now before something too good is snavelled up by everyone else or it runs out completely. For example; a promo with expiry date, real proven results, or an offer that is limited to the first 50 people.

In social media marketing FOMO is the new little black dress. It is a staple and is not going away anytime soon. If you have a product or service to sell, FOMO can help create a sense of urgency.

To create copy that converts, just ensure your content hits the right triggers with your demographic by following this basic formula.

Don’t have the time to dedicate to social media marketing? Hire an expert social media manager to do your hard work. Social Media Mastery can generate ideas that will put you ahead of the pack. Just get in touch with our team for a quick chat.

Want a free social media workshop? Join Lisa Harrison on Monday 8 October – how to create engaging short videos for social media. Learn more about this evolving communication channel and essential tool for your business.

Click here for bookings and details.


  1. Ad Espresso by Hootsuite: Ad copy: what we learned from analysing over 750,000 Facebook ads